Observed Signal · Jan 22, 2026 · Technical Release · Source: ExchangeWire · Impact: 4/5 · Sentiment: Positive
IAB Europe Issues Commerce Media Standards V2
IAB Europe has published two new resources to advance retail and commerce media across Europe: the Commerce (incl. retail) Media Measurement Standards V2 and Flexi Ad Sizes Guidelines for Retail Media Networks. V2 updates the April 2024 standards after a public comment period (Sep–Nov 2025) and adds clarified measurement funnels, standard definitions for gross/net sales, new quick‑commerce metrics, a formal definition and methodologies for incrementality, expanded new-to-brand/category timeframes, and guidance on measurement and insights delivery tools. The guidance sets a 30‑day default reporting look‑back and includes a certification programme with a six‑month transition window (V1 or V2 compliance permitted until end of July 2026). The Flexi Ad Sizes Guidelines, developed with Tesco Media, recommends four flexible aspect ratios for static retail display ads to simplify creative scale.
Pan‑European measurement and creative-format standards reduce fragmentation across retail media networks, improve comparability and operational scale for retailers, brands, agencies and ad tech providers, and the certification programme plus transition window support industry adoption.
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Key Takeaways & Evidence Grounding
- IAB Europe released Commerce Media Measurement Standards V2 and Flexi Ad Sizes Guidelines for Retail Media Networks.
- Measurement Standards V2 incorporates public feedback (Sep–Nov 2025) and adds standard definitions, quick commerce metrics, a formal incrementality definition with approved methodologies, and expanded timeframes.
- IAB Europe reinforces a 30‑day default reporting look‑back and offers a Retail Media Certification Programme; a six‑month grace period allows V1 or V2 compliance until end of July 2026.
- Flexi Ad Sizes Guidelines, developed with Tesco Media, recommend four flexible aspect ratios for static display ads to reduce format fragmentation.
- IAB Europe plans to expand future standards editions to include travel and finance media networks in 2026.
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